| Day 1 - Tuesday, May 18, 2010 |
| 9:00 - 9:15 |
Conference Open & Welcome Remarks |
| 9:15 - 9:45 |
The Experience Effect
Jim Joseph, Author of The Experience Effect and President, Lippe Taylor Brand Communications
The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more.
When all of these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the "experience effect," and in this book he shows how any business can create one for its brand. |
| 9:45 - 10:30 |
The Renaissance of the Consumer Medical Education
Jeff Arnold, Chairman & Chief Architect of Sharecare & Chairman Emeritus for HowStuffWorks.com, Founder Web MD Gone are the days when physicians were the sole gatekeepers of health knowledge. With more practical everyday advice available to people through the web, everyday consumers now have a massive advantage that must be managed properly to insure accuracy in information, Hippocratic integrity and profitability. Mr. Arnold will speak about the evolution of consumer medical education on the web, the resources people now have access to, and how it is creating a paradigm shift in personal health. |
| 10:30 - 11:15 |
Networking Break |
| 11:15 - 12:00 |
Launching an OTC Campaign: A Pre-Histin Case Study
James Sandino, President, The Sandino Group
Michael Trcka. CEO Cobalis
Cobalis is beginning a nationwide Direct Response Television (DRTV) campaign for its flagship anti-allergy product PreHistin®, The World's FIRST Pre-Histamine™ with initial roll-out scheduled for San Antonio and Austin, TX in March 2010 during the mountain cedar allergy season, and a targeted regional and national campaign, immediately thereafter tracking the spring, summer and fall US allergy seasons. James Sandino of the Sandino Group and Michael Trcka, CEO of Cobalis will discuss how this campaign for this new drug was formulated. |
| 12:00 - 12:45 |
Innovation Panel: Product Development in OTCs
Jim Kelly, Founder and President, Business Vision Consulting and Formerly Chief Marketing Officer, Prestige BrandsPanelists include:
Kaveh Naficy, Partner, Philosophy IB
Michael Fruhling, Founder and CEO, bfs Innovations, Inc.
Jim Kelly will lead a panel discussion entitled "Product Development in OTCs: Building an Innovative Culture and Leveraging an Open Innovation Approach." Panel member Kaveh Naficy, of Philosophy IB, will address issues relating to how businesses should develop their internal innovation mission and processes to enhance a culture of innovation. Panel member Michael Fruhling, of bfs innovations, Inc., will address issues relating to how a focused open innovation approach can dramatically enhance the chances of new product success. |
| 12:45 - 1:45 |
Lunch |
| 1:45 - 2:30 |
How to Meet the Store Brand Challenge
Dr. Jan-Benedict Steenkamp, C. Knox Massey Distinguished Professor of Marketing, Area Chair of Marketing, University of North Carolina and Executive Director, AiMark
As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both sides. Yet, brand manufacturers still cling to their outdated assumptions about private labels. Dr. Steenkamp describes the new strategies for private labels that retailers are using, and challenge brand manufacturers to develop an effective response. |
| 2:30 - 3:00 |
Price and Innovation: The Growth of Private Label in 2010
Samantha Chmelik, Head of Global Consumer Health Research, Euromonitor
The economic downturn drove consumers to seek cost-effective products for their healthcare needs. Private label or generic versions of products benefited from this shift in spending. During this presentation, we will explore the acceptance and growth of private label/generic products in the different regions of the world, review which categories are most susceptible to private label products, and uncover which companies are introducing private label/generic versions of their branded products. |
| 3:00 - 3:45 |
Networking Break |
| 3:45 - 4:15 |
Let's Be Rational: SKU Rationalization in OTC Marketing
Dave Wendland, Vice President, Hamacher
It has been the buzz in the industry for some time – retailers scrutinize shelf space and try to whittle inventories to boost profits and improve the shopping experience. This session examines the topic of SKU rationalization from an impartial viewpoint and will address the following:
· What are the factors driving this change?
· What does a consumer see at shelf?
· Who benefits from SKU rationalization?
· Is this the "new normal" or will it soon pass?
This session will seek to reveal if SKU rationalization is truly about the consumer experience. |
| 4:15 - 4:45 |
An Insider's Guide to Retail Success
Jay Forbes, President, The Forbes Connection LLC
The challenge of change looms for every OTC supplier and retailer striving for market share growth and sustainable profitability. Jay will present an overview of the dominant chain power players and examine their customers' shopping habits and behaviors. He will explore the impact of private label and store brands and review OTC category performance by retail channel. Mr. Forbes will also provide insights into the new buyer-seller dynamic impacting OTCs and summarize those factors comprising the challenge of change....and those actions that will make a difference in achieving retail success. |
| 4:45 - 5:30 |
Private Label Panel
Moderated by: Jay Forbes, President, The Forbes Connection LLC
Panalists include:
- Dr. Jan-Benedict Steenkamp, Co-author of Private Label Strategy: How to Meet the Store Brand Challenge
- Dave Wendland, Vice President, Hamacher;
- Doug Rogers, Former President, Wyeth Consumer
PL has emerged as a real competitor to branded products in this challenging economic environment.
-Beyond the economy, what factors historically led to the emergence of PL and its unprecedented growth at the expense of brands, i.e. ....their lack of innovation, differentiation and duplicative line extensions?
-Is PL going to continue to grow at double digits at the expense of brands for the foreseeable future?
-Is this advance across all categories, or are some more vulnerable to PL proliferation, ie. OTcs ?
-What can the dominant brands do to withstand PL proliferation and hold and/or grow share?
-What can mid-sized branded suppliers and newly emerging innovative brands do to crack the vise of sku rationalization and store brand expansion?
-How can branded and private label interests, as represented by suppliers and chains alike, work together to expand the entire OTC category?
Our diverse panel will objectively examine these and other issues relating to the rise of store brands. |
| 5:30 - 7:30 |
OTC National Advertising Awards & Cocktail Party
Sponsored by: HealthCentral
The OTC National Advertising Awards are intended to recognize creative excellence in OTC marketing efforts. Finalists and winners are determined by an independent group of industry experts, while Best TV and Print campaigns will be determined by delegate votes at the OTC National Conference. The Advertising Awards Cocktail Party, sponsored by HealthCentral, is an exciting industry event. Gold, Silver and Bronze Winners are announced live and awards are presented to brand and agency team members. |
| Day 2 - Wednesday, May 19, 2010 |
| 9:00 - 9:30 |
Beyond the Health Headline: True Consumer Engagement at Retail
Brian Levy, Chief Operating Officer, PULSE Health & Wellness Initiatives
Retail sales of health and wellness U.S. consumer packaged goods grew to $112 billion in 2008, growth of 9% over 2007. And despite the current recession, sales of health-related products continue to surge. Based on these statistics, health and wellness can hardly be called a trend anymore. It is a fundamental aspect of each of our lives, and as consumers are becoming increasingly knowledgeable about and engaged in their health and wellness – and as manufacturers transition dollars to shopper marketing – the opportunities and challenges for manufacturers and retailers only grow. Activating health and wellness at retail through dynamic, compelling, and meaningful shopper marketing promotions and initiatives can provide marketers with a significant point of difference in the marketplace. Well executed health and wellness shopper marketing simultaneously builds brand loyalty and offers enhanced opportunities to engage with consumers. But disparate activations – some retailer-initiated, others manufacturer-led – can lead to a confusing environment that fails to meet shoppers' real health and wellness needs. |
| 9:30 - 10:00 |
Using Design Research to Drive Performance through Packaging
Phil Federspiel, Principal and CEO, Group 4
Phil Hallstedt, Director, HealthCare, Group 4
A flurry of forces currently at work in over-the-counter and pharmaceuticals creates fertile ground for packaging innovation as an exceptional means to differentiate. A process known as Design Research is emerging as a key tool to identify and frame packaging innovation opportunities in a timeframe measured in days and weeks – not months, and with outcomes that have significantly higher rates of success. Design Research is a powerful process to create meaningful differentiation that resonates with consumers & end-users primarily because it is differentiation derived from those very same groups. The crux of the process lies in the research construct, its participants and its objectives: it is constructed by researchers and designers to obtain information critical to establishing design direction and it is observed, performed and converted quickly and efficiently to highly targeted and effective solutions. |
| 10:00 - 10:30 |
Networking Break |
| 10:30 - 11:00 |
The Emergence of Online Trade Marketing
Desmonique Bonet, Senior Account Executive, Google
In the past two years, there has been a fundamental shift in the consumer decision making process. Savvy advertisers are increasingly developing online creative strategies that successfully mirror both consumer behavior and their in-store trade marketing calendars.
Along with the rise in coupon and rebate related searches, digital trade marketing strategies have emerged as a key way to drive trials, sales and loyalty. Online trade marketing is key to helping advertisers connect with consumers prior to point of purchase and it provides another avenue for creating in-store experiences "online" to meet the needs of customers.
This session will provide an overview of this trend toward online trade marketing and explore key strategies and best practices for using Search and Display to develop virtual end caps, gain facings on the digital shelf, drive qualified leads to advertorial destinations/virtual FSI's, as well as highlight ways to leverage newly emerging local search trends to enhance retail partnerships. |
| 11:00 - 11:45 |
Mixed Media Panel
Moderated by David Grueneberg, Former Director of Advertising Resources, Bristol-Myers Squibb
Panelists include:
Joshua Palau, Vice President, Search Engine Marketing, Razorfish
Mike Rutstein, Founder and President Strikeforce Communications
Mary Haskin, VP, Marketing & Sales Development, Time
Patricia McWilliams, Head of Healthcare Sales & Operations, Google
Debbie Reichig, SVP Biz Dev & Mktg, Clear Channel Outdoor
With changing media comes the evolution of the media mix in the world of OTC Marketing. As new media fragments audiences even further, what role does traditional media still play? How can an OTC campaign utilize new digital marketing techniques? Our panelists will examine how to properly spread around advertising dollars in an OTC campaign in this new decade while taking advantage of all available options in reaching consumers. |
| 11:45 - 12:15 |
Networking Break |
| 12:15 - 12:45 |
Examining the Latest in Rx to OTC Switches
Laura Mahecha, Industry Manager, Healthcare, Kline Group
Over the past three years there have been significant OTC brands brought to market through Rx-to-OTC switches including MiraLAX (Schering-Plough) laxative, Zyrtec (Johnson & Johnson) allergy medication, alli (GlaxoSmithKline) weight loss medication, and Plan B (Teva Pharmaceuticals) emergency contraceptive. Each of these new products has served to expand their respective categories and help offset impacts of economic recession. Additional switches are expected over the next few years that are likely to have significant impacts on the industry.
Learn which therapeutic classes are likely to generate future switches and what their impact on the OTC market will be. |
| 12:45 - 1:15 |
The Current OTC Regulatory Landscape
Jim Davidson, Chairman, Public Policy Group, Polsinelli Shughart
What is the real impact of the 2008 election on OTC advertising? How will the new administration approach healthcare reform and how could it change our industry? Will early posturing from a stronger Democratic Congress result in new tougher legislation on OTC advertising? Will OTC ads end up being regulated by DDMAC the way DTC ads are reviewed? Legislative expert Jim Davidson will review what's really happening in Washington and help the OTC industry best prepare for likely outcomes. Learn what may change in the healthcare landscape and what you can do in response. |
| 1:15 - 1:45 |
Dealing with Regulatory and the FDA
John G. Dent, Ph.D, Clinical, Regulatory, and Drug Development Strategies, NCI Consulting, LLC
John G. Dent, Ph.D has a 25-year career in global research and development spanned the consumer and pharmaceutical divisions of GlaxoSmithKline. As senior vice president of GSK Consumer Healthcare R&D from 1994-2006, Dent had broad and unique experience in the worldwide leadership of innovation and product development. He was responsible for the worldwide development and approval of new products in smoking cessation, oral and dental healthcare, GI, cough-cold and nutritional healthcare, overseeing R&D facilities in the UK, Germany, India and the USA, as well as products marketed in over 120 countries. In addition, he led the organization that delivered the Rx-to-OTC switch of orlistat (alli®) in the US and supported multiple switches in Europe and Japan. |
| 1:45 - 3:15 |
Top OTC Marketers Congratulatory Luncheon
Sponsored by: EverydayHealth
The Top OTC Marketers of the Year Award recognizes individual achievement, innovation, branding success and influence in our industry as well as the individual OTC Marketers behind the most successful campaigns. Winners of this award were selected from an industry-wide nomination and rigorous screening process. Each Top Marketer will be individually awarded and recognized at this special luncheon, sponsored by Everyday Health. | |
